Will Australia now finally put football ahead of power and pettiness?

Ange Postecoglou’s comments on ABC’s Offsiders Program in regards to putting Australian football first, were compelling and accurate.

The former Socceroo mentor and now coach of Yokohama F Marinos in the J-League was explicit, precise and curt when commenting on the necessary response to the COVID-19 pandemic within the Australian game. For Postecoglou, it is an opportunity to do something rarely seen. That being, an active positioning of football well above all the vested interests and personalities that for decades appear to have thought themselves bigger than the game itself.

The former South Melbourne player stated, “Never forget what your prime product is and your product is the sport……..If you devalue the sport, you can save as much money as you want, eventually that devaluation is going to cost you.”

For Australian football, the reference to money is the hottest topic of conversation right now. Foxtel appears to have reneged on its most recent payment due to FFA, with A$12.5 million yet to hit the savings account of the governing body.

With three years to run on a broadcast deal that was signed in 2016 and valued at A$346 million, the media giant is within inches of walking away and leaving Australia’s elite professional league without a host broadcaster.

That deal was originally cheered home in 2016 by then Chief Executive David Gallop, yet in the years that followed, little was done to advance, promote and forward the game by the powers at be. Postecoglou was on the sidelines in a coaching capacity with the Socceroos for some of that time and his comments were no doubt directed towards those whom he sees as having failed to keep football as the focus.

No doubt FFA were jubilant each and every time the Socceroos qualified for the World Cup and the subsequent financial windfall that came their way. However, little effort was made to bring the domestic game together as one. Despite increased awareness of and interest in NPL competitions around the land, the governing body baulked time after time when it came to making the essential leap to full promotion and relegation across the country.

Essentially, Postecoglou’s words ring true to all those who have observed the first 15 years of the A-League competition. Efforts were made to expand the game from the elite level and little done to engage with the grass roots and the hundreds of thousands of Australians who showed little interest in the top tier competition.

By providing pathways for clubs to advance in league play and the ensuing incentive provided for players not directly involved in the rather limited junior and developmental systems of the ten A-League clubs, football in Australia has the potential to become interconnected and united; something of which Postecoglou is well aware.

Instead, the elite men’s competition had a few highs, many lows and ended up treading water over the last five years with little change, growth or development. High hopes were placed on expansion and Western United have made anything but a weak start to their existence. However, with the financial realities of COVID-19 hitting home, it is now likely we will see some A-League clubs fold or tread close to extinction.

A third Sydney team was looking shaky in its infancy and with the current climate now leading to seven of the eleven A-League clubs unable to pay players and staff, their birth seems unlikely; most probably postponed indefinitely until the football landscape becomes a little easier to read.

Postecoglou’s comments were almost certainly a less than cloaked attack on many Australian football relics whose failures of the past are common knowledge; the men involved in the failed final days of an NSL competition that fell victim to infighting and power struggles that served no purpose to the game.

They were also undoubtedly a direct attack on the lack of vision shown by the FFA in recent history; a governing body hampered by risk aversion and people possessing little knowledge of football.

Mark Schwarzer alluded to those power struggles when he called for the abolition of state federations on April 20, citing them as the “biggest problem in Australian football” due to a reluctance to relinquish power and influence.

Both Postecoglou and Schwarzer know the landscape all too well and have been to places that very few Australian footballers and/or managers have even dreamt. Something tells me that we should be listening to them as an industry and taking the advice of people with knowledge that extends far beyond our shores.

FFA boss James Johnson shares such knowledge and experience and it will be interesting to see how he incorporates their advice with that formed by the ‘Starting XI’ think tank he has assembled in an effort to guide the game through the problems created by the pandemic.

Mark Viduka, Josip Skoko, Clare Polkinghorne, Ron Smith, Mark Bosnich, Paul Okon, Frank Farina, Heather Garriock, Vicki Linton, Joey Peters, and Connie Selby will no doubt have strong opinions.

Whether they have the nous and vision to right what currently looks like a sinking A-League ship after Foxtel’s clear intention to walk away is unclear. Hoping they do should be the wish of each and every football fan in Australia.

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Media Mega-Mergers, Minor Leagues: Why Global Consolidation Should Be a Wake-Up Call for Australian Football

The approval of a reported $113 billion merger between Warner Bros. Discovery and Paramount Global is being framed as the creation of a “next-generation media and entertainment company.”

But beyond Hollywood headlines, the deal signals something far more consequential for sport: a global media landscape rapidly consolidating into fewer, more powerful hands.

For Australian football, particularly the A-League, this is not just background noise. It is a structural shift that could define the league’s future.

 

A shrinking marketplace, a growing imbalance

The merger brings together an enormous portfolio of assets, such as film studios, broadcast networks and streaming platforms, under a single corporate umbrella. It reflects a broader industry trend: scale is no longer an advantage in media, it is a necessity.

Yet with that scale comes concentration. Fewer buyers now control more platforms, more audiences, and more capital. Critics of the deal have warned that such consolidation risks reducing competition and narrowing the range of voices in global media.

For sport, the implications are immediate.

Broadcast rights are no longer negotiated in a diverse, competitive market. Instead, leagues are increasingly competing for space within vertically integrated media ecosystems. This is because decisions are driven not just by audience demand, but by global strategy, bundled content offerings and long-term platform growth.

 

Why the A-League is particularly exposed

This shift lands unevenly across the sporting landscape.

Leagues like the Australian Football League (AFL) and National Rugby League (NRL) remain dominant domestic products, commanding billion-dollar broadcast deals and consistent mass audiences.

The A-League, by contrast, operates from a more fragile commercial base.

Despite its global game status, the league continues to face:

  • Inconsistent crowd figures
  • Fluctuating visibility
  • A comparatively modest broadcast deal with Paramount

In a fragmented media environment, this is manageable. In a consolidated one, it becomes a vulnerability.

Because as the number of broadcasters shrinks, so too does the margin for leagues that are not seen as “must-have” content.

 

From open market to closed ecosystem

The critical shift is not just economic, it is also structural.

In the past, leagues could leverage competition between broadcasters to drive rights value. Now, with fewer but larger players, the balance of power tilts toward the platforms.

Content is no longer simply acquired, it is curated.

And in that environment, only properties that deliver one (or more) of the following will thrive:

  • Guaranteed audiences
  • Global scalability
  • Year-round engagement
  • Strategic value within a broader content ecosystem

This is where the A-League faces both its greatest challenge—and its greatest opportunity.

 

The overlooked strength of Australian football

While often positioned as a “developing” product domestically, football offers something no other Australian code can replicate: global alignment.

As the world’s most popular sport, football operates within an international ecosystem that extends far beyond national borders. Australia’s geographic position, bridging Asian and Western markets, adds further strategic value.

For a global media entity like Paramount, this matters.

The A-League is not just local content. It is potentially exportable, scalable and aligned with global football narratives. It also taps into younger, more digitally engaged audiences, who are increasingly driving subscription-based streaming growth.

In a media environment defined by platform expansion, that is not a weakness. It is an underutilised asset.

 

Why consolidation should drive MORE investment

The instinct in a consolidating market is often caution by tightening budgets, focusing on proven performers and minimising risk.

But for Australian football, that approach is self-defeating.

Because without investment:

  • Production quality stagnates
  • Storytelling weakens
  • Audience growth plateaus
  • Commercial value declines

And in a system that rewards scale and engagement, stagnation is equivalent to irrelevance.

Instead, consolidation should be seen as a trigger for strategic investment:

  • Elevating broadcast presentation
  • Strengthening club identities and narratives
  • Expanding digital and streaming integration
  • Positioning the league within the broader global football conversation

In short, making the A-League indispensable, rather than optional.

 

The real risk: being left behind

The emergence of media giants like a merged Warner Bros. Discovery and Paramount Global signals a future where content is filtered through fewer, more powerful gatekeepers.

In that world, leagues that fail to assert their value risk being sidelined, not because they lack potential, but because they fail to meet the evolving demands of the platforms that distribute them.

For the A-League, the danger is not collapse. It is marginalisation.

A slow drift into irrelevance while larger codes capture the attention, investment, and audiences that define modern sport.

 

Conclusion: a defining moment

This merger is not about Hollywood. It is about power.

Power over distribution. Power over audiences. Power over what gets seen and what does not.

For Australian football, the message is clear.

In a world of media consolidation, visibility is earned through value, not assumed through presence.

And if the A-League is to secure its place in that future, investment is no longer optional.

It is existential.

The Coaching Crisis Hiding in Australian Football

The low standard of Australian football has often been attributed to limited resources and the relative immaturity of the sport’s development system in the country. A 2023 study suggests that coach education in Australia is a key issue, as it often fails to adequately prepare coaches for the realities of the game, resulting in weaker practical coaching outcomes.

Coaches have attributed this matter to a number of factors; including the contents quality, structure and delivery. However, deeper systemic issues can also explain its inefficiency. Identifying and understanding these concerns is necessary to improve coach training in Australia.

 

Why does coach training matter?

Coaching is central to any sport, encompassing the transmission of knowledge and the development of athletes to perform at their highest level and achieve their goals. It contributes to shaping sporting identity, club culture and path-dependent behaviour within an organisation. Coaches must participate in training to ensure their efficiency in leading a team.

 

Coach training in the Australian context

In 2020, Football Australia (FA), the national governing body for the sport, introduced new principles aimed at raising the standard of coaching and coach development. These included modernising the delivery of coach education and reviewing both course content and the broader Australian coaching methodology.

Despite this renewal of objectives, the Australian coach education system remains underpinned by the National Football Curriculum (NFC) released in 2013.

The NFC aims to provide coaches with an understanding of the national ‘playing’ and ‘coaching’ philosophy, advocating for a i) player-centred approach to coaching; ii) game-based and constraints-led approach to practice design; and iii) an information-processing view of motor learning.

In Australia, coach education is broadly divided into two pathways, each tailored to different stages of the game:

The Community Coaching pathway targets coaches working with participation players aged 5 to 17. These courses are relatively short and focus on equipping coaches with practical skills in session design and delivery.

The Advanced Coaching pathway is aimed at those operating in the performance phase. These courses are more intensive, centred on Football Australia’s Coaching Expertise Model, which outlines the key competencies required of high-level coaches.

Does the National Football Curriculum have a content issue?

Despite the importance Football Australia (FA) places on football knowledge, coaches reported that courses do not adequately address this area and expressed some dissatisfaction with how it is delivered.

Coaches also highlighted an expectation of conformity to the National Football Curriculum (NFC), which limits the value and impact of formal coach education in developing both theoretical understanding and practical coaching approaches. As a result, coaches can struggle to translate knowledge from coursework into on-field practice, with a lack of alignment between theory and application contributing to this implementation gap.

It is only at the ‘A’ Licence level that coaches are actively encouraged to develop their own football philosophy and vision. In contrast, earlier stages of the curriculum remain largely focused on adopting FA’s established framework.

This sustained emphasis on technical and tactical elements can also restrict the development of broader pedagogical and interpersonal skills required for effective coaching. Given the inherent complexity of coaching, this further complicates the effective translation of formal coach education into practice.

In addition, the NFC is seen as overlooking key off-field responsibilities of coaches. Beyond tactical duties, coaches play a significant role in player development, particularly in relation to well-being and welfare. In modern high-performance sport, coaches are increasingly viewed not only as tacticians, but as holistic developers of athletes both on and off the pitch.

 

No possibility to ‘climb the ladder’

Coaches also complain about the inability to grow and “climb the ladder” in the sport. Indeed, the development of football in Australia highly relies on volunteers.

The majority of NPL youth coaches in Australia are in a casual position. Many of them have full-time jobs in completely different fields. Often juggling two or three jobs just to make ends meet.

“There is no realistic ladder where a young coach can start at grassroots level, improve, get noticed, and work their way into a full-time position in a professional youth academy. The reason is simple. The positions barely exist.”

Jan Schmidt, former Technical Director of the NPL

Coaches are often unable to attend coaching courses during the week, which limits their ability to stay up to date with modern coaching methods.

Limited time and resources therefore restrict coaches’ capacity to deliver high-quality performance and effective coaching practice.

“Most NPL youth coaches earn between $6,000 to $8,000 a year. That is not a career. That is a sacrifice”. Jan Schmidt, former technical director in the NPL

Systemic limitations on the growth and development opportunities available to football coaches in Australia can reduce their motivation and constrain their capacity to deliver effective results. These constraints, in turn, negatively affect coaching quality and ultimately impact the standard of football.

When coaches are unable to fully commit to the demands of the game, they are less able to provide optimal training environments for their players. This limits player development pathways and, consequently, restricts the overall standard of Australian football.

If Football Australia (FA) aims to develop world-class coach education environments, it must better support the behaviours, knowledge, and practices of coaches across the country. This requires a stronger emphasis on aligning coach education with the real needs of the coaching community.

These findings highlight the importance of ongoing engagement between FA and Australian coaches to collaboratively improve coach education programs. Strengthening coach development has the potential to significantly enhance the quality of football delivered to the next generation of Australian players.

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